Pengaruh Promosi Terhadap Keputusan Pembelian Pelanggan di Alfamart Cabang Karawaci Residence Bojong Nangka Kelapa Dua Kabupaten Tangerang
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh promosi terhadap keputusan pembelian pelanggan di Alfamart Cabang Karawaci Residence Bojong Nangka Kelapa Dua, Kabupaten Tangerang. Penelitian ini menggunakan pendekatan kuantitatif dengan mengambil sampel populasi pelanggan Alfamart Cabang Karawaci Residence Bojong Nangka Kelapa Dua sebanyak 120 responden. Data dikumpulkan menggunakan Teknik wawancara. Hasil penelitian menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian pelanggan. Promosi langsung dan promo yang ditawarkan Alfamart berpengaruh besar terhadap keputusan pembelian pelanggan. Berdasarkan hasil penelitian, disarankan untuk meningkatkan kualitas promosi dan harga yang sesuai dengan kebutuhan pelanggan untuk meningkatkan kepuasan pelanggan dan meningkatkan penjualan.
Kata Kunci: Alfamart; Keputusan Pembelian; Promosi; Pelanggan
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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